Tourism goes Social

Social Media Marketing for FeWo-direkt

Challenge / Approach

The market for providers of holiday homes and apartments is highly competitive and growing rapidly. If you want to stand out from the competition, you need a clearly defined positioning and strategically oriented communication across all channels. This involves more than just posting beautiful holiday pictures. It's about good stories, target-group-specific content and an approachable community management. With the support of Klenk & Hoursch, FeWo-direkt has succeeded in differentiating itself with targeted content marketing and in strategically building the brand on the Social Web.

Implementation

An integrated content and story strategy was developed on the basis of international guidelines. A monthly editorial plan defines channel- and target group-specific content with room for spontaneity. Seasonal events, competitions and international campaigns set the framework. Via the channels Facebook, Instagram, Pinterest and Twitter, the advantages of a vacation in a vacation rental are positioned with families and millennials as well as with group travellers. Fans become customers by directing users to the booking page. And vice versa, customers become fans by responding to service requests via social media. The community management is based on a constantly growing Q&A and in coordination with Customer Service.

Outcome

The central control of the overall concept, of the quality management and the handling ensures a consistent and successful social media presence in Germany. With Klenk & Hoursch as lead agency also in the five Nordic countries Netherlands, Denmark, Sweden, Norway and Finland. The Facebook reach increases by 376 percent to 25.5 million within one year. Interactions grew by 555 percent to 2.4 million likes, comments, shares, link clicks, photo and video views. The achieved link clicks also increase by 125 percent.